Study Guide

Learning outcomes

The student is able to
- determine the key concepts of marketing and customer-oriented business
- identify the phases of a marketing and sales process
- recognise customer needs and understand their significance for the success of a company

Implementation and methods of teaching

- Contact lectures
- Group meetings & group tutoring

Timing and attendance

According to the course timetable
Compulsory attendance in the contact lectures.
Activeness during the contact sessions will affect the final grade positively.

Learning material and recommended literature

- Moodle materials
- Lecture notes
- Articles
- Course book Marketing an Introduction, Armstrong, Gary & Kotler, Philip (selected parts of the book)

Alternative completion methods

There are no substitute work.

Learning environment

The Moodle learning platform
Classroom workshops and lecturers

Student time use and work load

A student's estimated workload is 5 x 27 hours, consisting of contact lectures, individual reading tasks, and different individual and group course assignments.
The estimated workload is the following:
-Contact lessons: 40 hrs
-Reading and preparation: 20-25 hrs
-Individual and group assignments: 40-45 hrs
-Final group assignment: 40-45 hrs

Contents

A customer oriented approach to business
- Marketing environments
- Consumer behaviour and the purchasing process
- Marketing strategy
- The competitive tools of customer-oriented marketing

Assessment criteria

- Active participation
- Presentations
- Group work
- Exam

Assessment scale

1-5

Failed (0)

The student did not meet the course learning objectives.

Assessment criteria: level 1 (assessment scale 1–5)

Student has achieved the objectives of the course sufficiently.
Student understands the basic principles of marketing
Student is able to apply some of the course-related professional marketing concepts.

Assessment criteria: level 3 (assessment scale 1–5)

Student has achieved the objectives of the course in a consistent manner.
Student understands the basic principles of marketing well.
Student is able to apply most of the course-related professional marketing concepts.

Assessment criteria: level 5 (assessment scale 1–5)

Student has achieved the objectives of the course in an excellent manner.
Student understands the basic principles of marketing very well.
Student has good capabilities to apply all of the course-related professional marketing concepts.